The current buzz word for adapting your business to the needs of your customers is “pivot.”  This concept is nothing new, of course.  Terms used in the past for the same idea include “change,” “adapt,” “shift,” and so on.

Yet, as much as Pivoting seems to make sense, it is only half right. It leaves out a “pivotal” element.  For your business to truly excel it must “Align.”  Yes, you must adapt to what the customer wants, but at the same time you must also ensure that the actions you take further distinguish your business as unique from your competitors, and serve a purpose that you (and your team) are passionate about. If your “pivot” makes you look like everyone else, the competition will just get stiffer. And if your “pivot” doesn’t line up with your values and your mission, implementing it will be difficult, if not impossible.

Moral of the story?  Don’t pivot your way into hating your business. Figure out what your customer wants that also aligns with your business mission, and you are on the path to success.